They make PR pros feel like they’re hounding reporters, says McDonald's spokeswoman Danya Proud. “I wouldn’t send a press release about, say, the Ronald McDonald House to The Wall Street Journal,” she says. “The Journal publishes news about businesses and what affects the bottom line.” Proud calls press releases "a necessary evil," and offers these tips for PR people:
* If you’re bored writing it, it’s probably a bore to read -- and that means reporters are going to hit delete.
* Address the reporters by name; ask how they are.
One of Proud's recent PR challenges was convincing reporters that Ronald McDonald never went away. (On her LInkedIn bio, Proud writes that "[I] proactively tell the McDonald's story and help diffuse and deflect negative media coverage and brand impacting issues.") || Read more of her press release-writing tips.